Each of the participating teams spent 48 hours analyzing a business case on the IMAX Corporation. Student teams played the role of a strategic planning group within IMAX Corporation, and presented their recommendations to a panel of community member judges, who played the role of IMAX CEO and upper management of the company. The teams were asked to, 1) determine how IMAX should allocate its future expansion into the BRIC economies (Brazil, Russia, India, and China), 2) create specific recommendations for growth and risk mitigation, and 3) provide recommendations about how IMAX should invest in Research and Development going forward.